The article discusses the construction of meaning in online communication about Ableton Link technology through the lens of sociological systems theory. Link is a technology which allows synchronized collective music making with digital devices (e.g., laptops, tablets, smartphones). The qualitative analysis focuses on press materials as well as on a body of blog articles discussing the impact of Link on musical practice. The results revealed a semantical pattern and discursive strategies which will be discussed in light of post digital culture and economic communication in music education.